techniques

What would Sally do? Personas for retail financial services

Personas are ‘pen portraits’ that bring to life users or customers of a system, service or product.  Giving a personality and back story to your customers helps keep your thinking true to their real needs and goals.  Rather than using  ‘user’ or a segment descriptor such as ’empty nester’, or ‘this is what I would do’, what would Sally do?

Here’s a set of personas for financial service organisations, geared towards the retail / B2C market.  Sally is included (Shes skint).

View more presentations from marc mcneill.

System Obituary

Talking about workshop icebreakers with Prashant and here’s an idea: participants write their own tombstone or obituary. “Here lies Jack. A life spent comparing numbers on an excel spreadsheet”…. You could even use Tombstone Generator to bring them to life:

Tombstone

Hmmmm, maybe not the strongest icebreaker (indeed it could kill your workshop before you’ve even started… If you don’t consider cultural sensitivities you could receive some rather blank looks, if your audience doesn’t have a dry sense of humour or doesn’t “get it” you’ll be in trouble…)

So maybe it won’t work so well with people, but how about systems? If you are looking to understand the current system landscape, why not ask the participants in your workshop to list out all the systems they can think of and ask them to write the inscriptions that would appear on the tombstone.

For example…

+

Customer System RIP
1997-2007

Dearly beloved wife of Position System and bastard child of Excel spreadsheet (1991-date).

Threw tantrums and refused to give the right answers when it really mattered
Grew bloated in size due to unwanted change requests
Lost self worth due to non-business value changes
(Died in the loving hands of Indian Outsourcing Company)

She will not be missed

+

Here Lies Position Reconciliation Spreadsheet
1991-2007

Father of Every Conceivable Problem

A real handful to manage but usually got there in the end
Local resident of Sarah’s Desktop, he never got out much
Prone to occasional lapses of judgement that were rumoured to cost the bank millions

He has gone to a better place (recycle bin)

And why restrict this to the current state. It could be a useful exercise in understanding what benefits a new system could be remembered for…

+

Here lies New System
2007-2017

Saviour of the Back Office

Banished reconciliation breaks to history
Defeated the multi-headed Legacy Dragon, bringing peace and harmony to the Ops team
A single voice of truth
Beautiful to look at, easy to get on with, she gave such joy to customers and added such value to the business

Without her Ops can no longer function

Software Dams and recipient participation

There once was a time that international development was all about big capital projects, building dams and the likes. Times change, now the focus is on eliminating poverty; DFID “focus [their] aid on the poorest countries and those most in need”. There is a realisation that those big projects did very little to address poverty, indeed they kept countries poor forcing them into debt (read Confessions of an Economic Hit Man for a cynical view of this). And besides, dam projects are rarely successful and before you know it they silt up.

A focus on reducing poverty requires a new approach. It requires an understanding of the root problems, it means spending time with the poor to understand their circumstances to be able to create appropriate and sustainable solutions rather than prescribed programmes that develop and maintain a dependency culture.

There are parallels here with the IT industry. Much of the IT game remains focussed upon those big projects. Software dams that can be launched with great fanfare but do little sustainable good to those most in need. The customer.

Before I wound up in IT I worked in international development. My PhD. “Ergonomics tool and methods for use in Industrially Developing Countries” was based on working with farmers in Sub Saharan Africa, looking at how technology is transferred and how it can be made more appropriate, sustainable and usable. Many of the tools and techniques I used in the bush I apply with the corporations I work with today. These came under the umbrella of “Participatory Technology Development” and “Participatory Rural Appraisal”.

Rather than the delivering the white elephants of expensive machinery that you see littered around Africa, Participatory Technology Development is an approach for developing simple low cost innovative solutions that have the ownership of the community who work with researchers to build them. The PTD framework starts with gaining a shared understanding problems and opportunities. This is followed by defining priority problems then experimentation. Experimentation is collaborative with options derived from indigenous knowledge and support from the researchers experience and expertise. The farmers own the experiments and the results. This leads to the next step of the framework; sharing the results with farmer led extension. (Traditionally dissemination of agricultural advice is done by agricultural extension officers – government employees who despite their best intentions preach too the farmers, sharing centrally defined agricultural advice rather than the more appropriate, locally developed technologies that the farming community have developed themselves). The final step to the process is the researchers withdrawing, leaving the community with the capacity to continue the process of change.

(Sounding like agile?)

If PTD is a framework, then PRA is a basket of tools and techniques that can be used to support it. These can be broken down into nine categories:

  • Secondary data reviews – reviewing existing sources of information
  • Workshops – getting key stakeholders round the table (or more appropriately under the banyan tree)
  • Semi-structured interviewing – talking to people with a loose conversation direction
  • Ranking and classification techniques – identifying “things” and ordering them according to different criteria. (Often this will involve moving pebbles around boxes drawn in the sand).
  • Diagramming, illustrations and graphics – pictures to convey ideas and concepts, through “boxes and arrows”, Venn diagrams and charting to cartoons and imagery
  • Mapping – drawings or models that represent the local environment
  • Structured observation – watching people doing
  • Timelines – What happens when, for example seasonal calendars, a line in the sand and people put pebbles down against the time to show when crops are sown, harvested, how the price fluctuates, labour migration etc.
  • Community meetings – meeting the whole community rather than just the immediate stakeholders who participate in stakeholders. Showcases?

Are you building a Software Dam? Or are you focussing your aid on those most in need? PTD and PRA are approaches that have developed to help introduce appropriate, sustainable improvements to the life and wellbeing of subsistence farmers. Much of their content can be transferred to IT projects, helping introduce appropriate, sustainable improvements to the life and wellbeing of customers / users.